scholarly journals The Impact of Social Marketing Mix and Message Effectiveness to Target Audience Behavior of HIV/Aids

2018 ◽  
Vol 3 (10) ◽  
Author(s):  
A Octavia
Keyword(s):  
Social Marketing ◽  
Marketing Mix ◽  
Target Audience ◽  
Message Effectiveness ◽  
Audience Behavior ◽  
The Impact ◽  
Hiv Aids

.

Investigating the relevance of the traditional marketing mix across different stages of change: Empirical evidence from household recycling

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Blaise Issock Issock ◽  
Mercy Mpinganjira ◽  
Mornay Roberts-Lombard
Keyword(s):  
Empirical Evidence ◽  
Behaviour Change ◽  
Social Marketing ◽  
Stages Of Change ◽  
Marketing Mix ◽  
Target Audience ◽  
Household Waste ◽  
Content Type ◽  
Traditional Marketing ◽  
The Impact

Purpose This study aims to provide empirical evidence and a different perspective on the relevance of the traditional marketing mix in social marketing programmes. This is a response to the ongoing debate about the (in)compatibility of the traditional marketing mix (the 4Ps) in the field of social marketing. In doing so, this study examines the important role that the stages of behaviour change play in influencing the effectiveness of traditional marketing mix elements in the context of recycling in South African households. Design/methodology/approach This study follows a quantitative method, relying on a survey of 699 heads of households in South Africa. Multigroup analysis and structural equation modelling were applied to test the impact of stages of changes on the potential effect of marketing mix elements on the intention to recycle household waste. Findings The results established that although the traditional marketing mix elements have a marginal effect on the intention to recycle household waste, further analyses revealed that this impact of the marketing mix is contingent on the stage of change in which the target audience is found. Thus, the findings indicated that the marketing mix elements significantly influence the intention to recycle when the target audience is at the contemplation and preparation phases. Originality/value Whilst both critics and proponents of the adoption of the traditional marketing mix in social marketing initiatives have provided relevant arguments, the debate had remained largely theoretical. This study discusses the limitations of the traditional marketing mix in behaviour change programmes and the need for a segmented approach based on the stages of behaviour change when using the 4Ps. However, given the hegemony of the 4Ps in the social marketing literature, this study sheds light on the appropriate “Ps” to activate to influence recycling behavioural intention at different stages of change.

scholarly journals Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach

2020 ◽  
Vol 17 (17) ◽  
pp. 6317
Author(s):  
Chi-Horng Liao
Keyword(s):  
Decision Making ◽  
Health Promotion ◽  
Social Marketing ◽  
Behavioral Change ◽  
Marketing Mix ◽  
Individual Behavior ◽  
Target Audience ◽  
Fuzzy Decision Making ◽  
Success Criteria ◽  
The Social

Health promotion campaigns are used to raise awareness about health issues with the purpose of improving health outcomes and community wellbeing. They are important for increasing community awareness of health behavior changes. In the application of health promotion, social marketing can be used to influence changes in individual behavior. Social marketing encourages the social behavioral change of the target audience. This social behavioral change refers to the behavior of a certain number of target audiences, not just individual behavior. This research identified various social marketing success criteria to improve the performance of health promotion using decision-making method. Fuzzy decision-making trial and evaluation laboratory (F-DEMATEL) is a structural causal relation method that has been verified effectual in congregating the viewpoints of professionals and thus providing information of greater reliability in various areas. F-DEMATEL method helps to identify the core problems and direction of improvement in complex systems by quantifying the degree to which criteria attributes interact with each other. This research applied F-DEMATEL to evaluate the complex interrelation success criteria of social marketing in order to effectively implement health promotion. Several effective criteria were derived from this research. These influential criteria are “Designing effective Communication message”, “Meeting the needs of beneficiaries”, “Providing more benefit than cost”, “Marketing mix elements”, “Customer orientation”, “Organizational advantage” and “Market selection”. The practitioner must consider the needs of the recipients to accomplish a successful social marketing campaign in health promotion. Moreover, the practitioner also has to design an attractive message and marketing mix strategy to communicate the benefits of the behavioral change to the target audience. Besides, the message delivered by the known organization increases the success of social marketing in promoting healthy lifestyle. This study provides important information for the non-profit organization about selecting the significant criteria to lead to the success of the campaign.

scholarly journals Are the People Listening to Government's Good Advice: Source Credibility in Government Attributed Social Marketing Messages

2021 ◽  
Author(s):  
◽  
A. D. Millard
Keyword(s):  
New Zealand ◽  
Social Marketing ◽  
Source Credibility ◽  
High Volume ◽  
Target Audience ◽  
Cognitive Response ◽  
The Public ◽  
The Government ◽  
The Impact ◽  
Marketing Messages

<p>During 2008, the New Zealand government conducted over 53 separate social marketing programmes aimed at improving the lifestyle and behaviours of the New Zealand people. This situation has provided a niche environment to study the impact of high-volume government-attributed social marketing advertising on the source credibility of the government (where the government is the main source and sponsor of social marketing). The research data was collected through fourteen semi-structured in-depth interviews with four social marketers and ten members of the public. This study further sought to identify alternative sources of social marketing messages considered more effective than government, and as a logical part of this study, the repetition effect of various similar messages from one source, the New Zealand Government, in a social marketing context was examined. This research has showed that the high-volume of social marketing messages has homogenised the source thoughts of the interviewed members of the public. It has led them to assume all social marketing is from government. Further, the high-volume has caused the target audience to abbreviate the cognitive response process illustrated by the Model of Cognitive Response compiled by Belch & Belch (2007). Where their attitude towards the messages was favourable or it conformed to their beliefs, the target audience placed less priority on the importance of the source's credibility. This research compares and contrasts the social marketing data to well-accepted commercial marketing theory and principles, and attempts to provide a social marketing context to these theories.</p>

Enhancing cyber security behavior: an internal social marketing approach

2019 ◽  
Vol 28 (2) ◽  
pp. 133-159
Author(s):  
Hiep Cong Pham ◽  
Linda Brennan ◽  
Lukas Parker ◽  
Nhat Tram Phan-Le ◽  
Irfan Ulhaq ◽  
...  
Keyword(s):  
Social Marketing ◽  
Cyber Security ◽  
Marketing Mix ◽  
User Engagement ◽  
Product Price ◽  
Content Type ◽  
Compliance Behavior ◽  
Security Compliance ◽  
The Impact ◽  
Marketing Approach

Purpose Understanding the behavioral change process of system users to adopt safe security practices is important to the success of an organization’s cybersecurity program. This study aims to explore how the 7Ps (product, price, promotion, place, physical evidence, process and people) marketing mix, as part of an internal social marketing approach, can be used to gain an understanding of employees’ interactions within an organization’s cybersecurity environment. This understanding could inform the design of servicescapes and behavioral infrastructure to promote and maintain cybersecurity compliance. Design/methodology/approach This study adopted an inductive qualitative approach using in-depth interviews with employees in several Vietnamese organizations. Discussions were centered on employee experiences and their perceptions of cybersecurity initiatives, as well as the impact of initiatives on compliance behavior. Responses were then categorized under the 7Ps marketing mix framework. Findings The study shows that assessing a cybersecurity program using the 7P mix enables the systematic capture of users’ security compliance and acceptance of IT systems. Additionally, understanding the interactions between system elements permits the design of behavioral infrastructure to enhance security efforts. Results also show that user engagement is essential in developing secure systems. User engagement requires developing shared objectives, localized communications, co-designing of efficient processes and understanding the “pain points” of security compliance. The knowledge developed from this research provides a framework for those managing cybersecurity systems and enables the design human-centered systems conducive to compliance. Originality/value The study is one of the first to use a cross-disciplinary social marketing approach to examine how employees experience and comply with security initiatives. Previous studies have mostly focused on determinants of compliance behavior without providing a clear platform for management action. Internal social marketing using 7Ps provides a simple but innovative approach to reexamine existing compliance approaches. Findings from the study could leverage proven successful marketing techniques to promote security compliance.

scholarly journals Are the People Listening to Government's Good Advice: Source Credibility in Government Attributed Social Marketing Messages

2021 ◽  
Author(s):  
◽  
A. D. Millard
Keyword(s):  
New Zealand ◽  
Social Marketing ◽  
Source Credibility ◽  
High Volume ◽  
Target Audience ◽  
Cognitive Response ◽  
The Public ◽  
The Government ◽  
The Impact ◽  
Marketing Messages

<p>During 2008, the New Zealand government conducted over 53 separate social marketing programmes aimed at improving the lifestyle and behaviours of the New Zealand people. This situation has provided a niche environment to study the impact of high-volume government-attributed social marketing advertising on the source credibility of the government (where the government is the main source and sponsor of social marketing). The research data was collected through fourteen semi-structured in-depth interviews with four social marketers and ten members of the public. This study further sought to identify alternative sources of social marketing messages considered more effective than government, and as a logical part of this study, the repetition effect of various similar messages from one source, the New Zealand Government, in a social marketing context was examined. This research has showed that the high-volume of social marketing messages has homogenised the source thoughts of the interviewed members of the public. It has led them to assume all social marketing is from government. Further, the high-volume has caused the target audience to abbreviate the cognitive response process illustrated by the Model of Cognitive Response compiled by Belch & Belch (2007). Where their attitude towards the messages was favourable or it conformed to their beliefs, the target audience placed less priority on the importance of the source's credibility. This research compares and contrasts the social marketing data to well-accepted commercial marketing theory and principles, and attempts to provide a social marketing context to these theories.</p>

scholarly journals Impact of the COVID-19 Pandemic on Changing the Content of Social Media Advertising

2021 ◽  
Vol 19 (3) ◽  
pp. 61-71
Author(s):  
Andrea Seberíni ◽  
Miroslava Tokovska
Keyword(s):  
Social Media ◽  
Significant Role ◽  
Marketing Mix ◽  
Target Audience ◽  
Social Media Advertising ◽  
Post Purchase ◽  
The Impact ◽  
Age Category

Social media and advertising offers opportunities for receiving pre- and post-purchase information. Advertising plays a significant role in business marketing, as every company wants its product to be successful, and familiar to its target audience, and thus, it is essential to promote it. Promotion plays an important role within the marketing mix, as its aim is to draw the attention of potential buyers. The main purpose of this study is to find out how social media, especially advertising, changed its content during the COVID-19 pandemic. A questionnaire was distributed among respondents by means of social media. This way we included representatives of each age category trying to resemble, as closely as possible, the Slovak market. From among the randomly selected participants (social media users), 135 respondents completed the questionnaire. As for the impact of the COVID-19 pandemic, in terms of advertising, we found out that there had been a certain change. According to the answers of our respondents, the changes related to the content of advertisements, the motives used, their narratives, offered products or services, or the combination of all the above. Consumers noticed an increased amount of COVID-19 related products such as face masks, disinfectants, etc.

МАРКЕТИНГОВІ АСПЕКТИ ФУНКЦІОНУВАННЯ ЛІТЕРАТУРНИХ КОНКУРСІВ ТА ПРЕМІЙ

2020 ◽  
pp. 90
Author(s):  
O. Bondar
Keyword(s):  
Publishing House ◽  
Target Audience ◽  
Point Of View ◽  
Information Support ◽  
Literary Field ◽  
Non Profit ◽  
Functional Aspects ◽  
The Media ◽  
Literary Prizes ◽  
The Impact

<p><em>In this study, I have collected and summarized the functional aspects of a literary prize, contest, and rating, which indicate their affiliation with the marketing complex of the publishing house for the first time. For this purpose, I have analyzed and summarized the common concepts of the functioning of literary prizes and contests as advertising tools for publishing activity. Because the previous studies are only focused on the fact of the impact of the prize on the promotion of editions but do not explain it, these aspects have been considered and introduced by me from the book production’s point of view. I investigated that the prizes and the contests in the literary field are effective marketing tools, which meet many publisher’s needs at the same time and can be considered a non-profit form of capital. I have reviewed the works of other authors, who accept that the economic success of the book is rising if the author is a winner of the literary prize or contest. I have found out that the book prize activates the demand for the book, and the literary contest is a tool to track the reader’s reaction to a future publication. In this way, literary prizes and contests can be considered as a way of conducting a marketing dialogue with the target audience. I have focused on the information support of literary national and international prizes and contests by the media, which attracts attention to the book and forms the reader’s interest. The literary prizes and contests are also considered as a way of exploring trends and their changes, familiarization the popular genres among the target audience and fixation the current choice of modern readers. Literary prizes and contests motivate the authors to improve their literary excellence, are the source of new authors and works, and assist in increasing sales of books. However, further research is recommended.</em></p><strong><em>Key words:</em></strong><em> book prize, book rating, literary contest, literary prize, functions of the literary prizes.</em>

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